Sharon Jones & The Dap-Kings

We’re always looking for partners who bring a unique spirit and authenticity to the forefront. The Dap-Kings certainly met that criteria for the launch of the 2017 MKZ. Having worked with them previously as part of the Beck/Bowie “Hello, Again” digital experience, we knew they’d bring a sophisticated energy to represent the exhilaration of Lincoln’s new 400-horsepower engine. In addition to a 30-second commercial, we created a 2 ½ minute online film that features them covering the Allman Brothers’ “Midnight Rider”, and a documentary that examines how a working band who’s been out there for twenty years keeps keeps the spirit flowing. Publishing content of this kind has garnered all kinds of interest from people who might not normally gravitate to the Lincoln brand. In fact, we even inspired Rolling Stone to issue their own tweet and link to the content.